BUSINESS INFORM №11-2016

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Section: Management and Marketing
UDC 339.138(075.32)
Savytska N. L., Polevych K. V.
The Entrepreneurial Marketing on the Social Network Instagram (p. 419 - 424)
The article is aimed at defining both theoretical principles and practical tools for entrepreneurial marketing in the today’s retail making use of the social network platform Instagram. Results of conducted research provide to constate that the core strategy as well as tactics of the market conduct in case of small enterprises and current startups is the entrepreneurial marketing. The contemporary market of online retail was formed as monopolistic-competitive, which results in activities of the major market players, as well as medium and small actors, in its three sectors: B2B, B2C, S2S. The practice of business uses social networks to maintain competitive advantages of the offline commerce, as a communication channel for the attraction, retention and loyalty of customers. Development of the basic functions on Instagram enables businesses to apply its media resources for both the market positioning and the product promotion.
Keywords: entrepreneurial marketing, eCommerce, online retail, business on Instagram, startup, social media marketing
Fig.: 1. Formulae: 1. Bibl.: 17.

Savytska Nataliia L. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Polevych Kateryna V. – Student, Faculty of Economics, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Savytska, Nataliia L., and Polevych, Kateryna V. (2016) “The Entrepreneurial Marketing on the Social Network Instagram.” Business Inform 11:419–424.

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